Advertising Appeals, Moderators, and Impact on Persuasion: A Quantitative Assessment Creates a Hierarchy of Appeals
Jacob Hornik, Chezy Ofir and Matti Rachamim
This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.
Hornik, Ofir and Rachamim
MANAGEMENT SLANT
- The overall correlation between message appeal and consumer response was positive.
- The study found notable and significant differences among the seven appeals; the effect of sex appeal was the highest, followed by humor and comparative appeals.
